Woe zaal b 16.30 17.00 bazaarvoice
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Woe zaal b 16.30 17.00 bazaarvoice
- 1. Turning Social Conversation Into Action Thierry Samson Client Success Director - Benelux March 20th , 2013 E-Shop Expo Brussels, Belgium
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- 3. Your brand is not what you say it is, it’s what your customers say it is. Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 3
- 4. Word-of-mouth builds trust 70% 92% 12x OF CONSUMERS OF CONSUMERS MORE TRUST trust earned media in consumer research online recommendations before purchasing above all other advertising. than brand-generated in store. marketing messaging. (2012, Nielsen) (Google ZMOT, 2011) (eMarketer, 2010)
- 5. How do you turn social conversation into action for your organization? 5
- 6. Build your social engine Scale Engage Act
- 7. Customer Decision Journey Surface this content at the initial Allow the content to point of research for visitors influence the evaluation of products & services Customer Decision Journey The Loyalty Loop Buy Engage customers for Drive calls to action feedback, experiences, ideas, expertise throughout sales process , etc. 7
- 8. • Consideration Buy Surface authentic content and social proof from customer conversations to increase awareness and interest. Catalogues and Window Displays TV Spots
- 9. Evaluation Buy Attract shoppers for research and evaluation by providing an engaging experience with relevant reviews from people like them. Social Organic Search Product Reviews Supplier Q&A On Site Promotions
- 10. Point of Purchase Buy Close the sale with shoppers, wherever they are, by filling information gaps and providing the social validation that they’re buying the right product. Shelf Tags Mobile In channel signage In Store Kiosk
- 11. • Advocacy Buy Encourage consumers to share their own experiences and leverage this information throughout other shoppers’ journey. Loyalty Programs Sales Receipts Post Interaction Email Packaging
- 12. Management Content Creation • Customer-Centricity • Sites • ROI • Ads • Top line revenue • Offline / In-Store Marketing E-Commerce • Net Promoter Score • Traffic and SEO • Engagement • Conversion Rates • Awareness • Average Order Value • Customer Acquisition Customer Service Product Development • Return Rates • Innovation • Support Costs • Product Requirements • Customer Satisfaction PR Merchandising • Authentic Stories • Optimize Online & • ID and Manage Risks In-Store Shelf Space Turning Conversation Into Action 12
- 13. Conversion is just the beginning Drive Customer 200% traffic to More organic Acquisition Cabelas.com, generated by reviews Increase 31% in sales with reviews Increase sales compared to product category Enhance consumer engagement 70,000 Reviews collected in one day across channels thanks to a post purchase email Increase success Within 24 Hrs of new product New chicken product recipe launches changed after initial feedback Improve existing products and 20 feature Improvements made to one of their services latest notebooks thanks to reviews Decrease product 20% Lower return for products returns with reviews Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 13
- 14. Best Practices – Quick Overview • Solicit consumer reviews – let it be systematic, universal. • Surface positive sentiment – in search, site, banners, print, POS. • Use incentives – contest, voucher, loyalty points, free shipping. • Syndicate content – both way, between brands and retailers. • Get social – FB for announcement, FB as UGC application. • Get offline – Shops signage, packaging, events. • Optimize Search – based on fresh UGC, fresh and frequent. • Create Value Workflow – use tagging for your business needs. 14
- 16. Thank you ! Thierry Samson Client Success Director - Benelux thierry.samson@bazaarvoice.com +31.6.5496.2255 March 20th , 2013 E-Shop Expo Brussels, Belgium
Notas do Editor
- Good afternoon everyone ! Welcome everybody ! Thank you for joining this track session !My name is Thierry Samson, I’m a Client Success Director at Bazaarvoice and I collaborate with professionals in business, marketing and customer services to craft successful social programs, a.k.aUGC programs, or again VoC programs.I’llbe sharing the stage with Martijn Bier, Marketing & Communication at Manager @ Conrad, 1 of BV’s clients in The NL.While I’ll be making in an introduction to thenecessity for businesses to open up methodically to the voiceof their customers,Martijn will be taking you thru how Conrad made it happen, how they’ve built up their own program, in other words,‘How Conrad has turned Social conversation, into Action’ Theme: Empowered consumers have changed the name of the game, many companies are still struggling to come to grips with what that means for them. Successful players in this arena know how to drive the social conversation in a way that benefits both consumers and themselves. In this presentation, we will highlight some best practices and leaders to demonstrate how organizations can leverage social conversation programs that help all functions and drive profit across the business.Agenda: What is a social conversation program?Best practices and leaders in scaling social conversation programsQ&A
- Word-of-mouthmarketing is not a new concept, it’s as old as commerce itself. For thousands of years WOM was the only form of marketing, and people would share tips about their best deals. An like here in the Grand Bazaar in Istanbul, Manufacturers and Merchants would rely on WOM to build their reputation, their brand.
- Now today, in theDigital Decade as we know, the name of the gamehas changed:Consumers are Empowered ! They have embraced technologies in such a way, that marketing & selling goods or servicesis no longer about you telling the world how good or cheap you are. Consumers have access to all that information and compare you with competition anytime, anywhere. So the good old word-of-mouth of the Bazaar is largely powered by technology: in 1 word, this is Social and it all about influence.
- As a matter of fact, word of mouth builds trust: 70% of consumers do research online, before purchasing in a store. 92% of consumers trust earned media, i.e. other people’s opinion of your products, more than any advert you ever do.In fact, we people, put in 12 times more trust in others’ opinions, than in any marketing message. What have we learnt1 - The need for validation is stronger than ever. If access to info is easier, making up your mind on your own isn’t.2 - People will connect with like-minded others: more than social graphs (who their friends are), they’ll look for interest graphs (what their choices are) 3 – Above all, this is the end of traditional marketing, the end of the marketing funnel, from message to purchase.
- So as a brand today, you have the choice between joining the conversation or trying to yell louder.Engage: BV is a Software-as-a-Service company that enable social conversations between manufacturers, retailersand their consumers: we can go capture the conversation about your products and services, through customer reviews, questions and answers, the sharing of experiences, stories, photos or videos.Scale: the created volumes of user-generated content can be scaledand methodically positioned across all touch-points: Think about injecting the positive sentiment about your products on Facebook or Twitter. For a manufacturer, think about the power of the global retail network where you can relay that positive sentiment on retailers sites ! BV’s retailer networks has a reach of over 400 millions consumers globally! Act: Finally, and perhaps most importantly, both such social programs give firms the possibility to act on their customers’ conversation. The capturing and structuring of the voice of your customers will benefit the entire organization, across fucntions, and we’ll see how in a minute.
- We now see thatthere is a fundamental shift towards this thing called the loyalty loop (McKinsey)
- ROI across businessUser-generated content brings USAA 32X increase in acquisitionTravelocity: Consumer Q&A eliminates purchase barriers for 75% of travelersBenefits from earned media:Consistent cross-channel messagesSEO benefit & attracting conquest customersBuilds trust through brand transparencyCreates engagement and advocacyHelps with product improvement & development
- Here is now one slide summarizing a range of best practices, let’s scan through it in the light of Lighting’s UK pilot.PIE has been covered earlier on today. BV or not BV?Expose Review: Lighting has no dogma against Homepage, considers Banners too, sees an opportunity with Display.Incentive is feasibleeable without necessary giving away stuff, but can be a free trials with commitment to review. Mobile is considered, but not needed for Launch phase – Lighting has observed 10% of mobile traffic.Syndicate - not needed for Launch phase.Social: we will consider Social Announcements at least, but no rush on the FB application proper now.Offline: is being considered, quick wins, influential in shops, wholesellers, events. Triggers staff endorsement too.Search is key to Lighting. To be continued. OK for an optimization of the Workbench for R&R UK output usage and dissemination.
- Founded 2005, about 700 employees6 global offices throughout Americas, Europe, and APAC supporting 27 languagesServing over 900 of the world’s most influential brands50% of the Fortune 1080% of the top 10 most valuable US and UK retail brandsRanked #1 “Rating and Forum” provide in 2011 Internet Retailer 500 ListWe work with the top brands globally across 17 industries including mass merchant retail, apparel, consumer electronics, CPG, insurance, banking, credit cards, hardware & home improvement, software, travel, healthcare, automotive, telecomm, jewelry, education/non-profit.